The completion of its enterprise-wide rollout of KernelConnect has been announced by Time Warner Cable Media.
It is the first state-of-the-art campaign performance measurement tool that integrates anonymous aggregated linear TV data as well as digital advertising and third party data. A press statement from the company dated February 15 said that the user-friendly platform provides clients with unprecedented transparency into their media investments.
It has an accurate count of impressions to allow them to dynamically insert ads and optimize campaigns in real time by better understanding the analytics behind their media buys across screens. Joan Gillman, the Time Warner Cable Executive Vice President and Chief Operating Officer, Media Services said they are happy with the development.
“KernelConnect is a ground-breaking campaign measurement platform designed to capture TV impressions and equip our advertisers with comprehensive analytical data that helps them understand how their campaigns perform,” he said. “By providing complete transparency into their campaigns, we remove the guesswork to offer a clear view into their media investments. The national rollout of KernelConnect illustrates our commitment to helping clients achieve their marketing goals.”
KernelConnect offers clients the ability to track campaigns by looking at ad spending, cable spots, household metrics, income, ethnicity, online impressions, web and social analytics and TV Tribes, and TWC Media’s custom audience segmentation profiles. KernelConnect is now available across the Time Warner Cable footprint.
TWC Media’s KernelConnect features anonymous census-level viewing information and helps provide for better quantification of every TV impression across all digital mediums including linear, iPad and mobile screens. KernelConnect uses advanced capabilities to aggregate near real-time data across multiple platforms including display, TV Everywhere, Facebook, Twitter, Google Analytics and other third party data.
Time Warner Cable is among the largest providers of video, high-speed data and voice services in the United States, connecting 16 million customers to entertainment, information and each other.